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A rise in time and cost pressures has led to video news releases (“footage”) becoming increasingly popular in television editorial offices. Footage represents broadcastable video material which is made available to television stations by companies and institutions for reasons of public relations (PR). Its use is, however, problematical since editorial contents can thus be influenced by third parties. Against the background of the intereffication model of journalism and PR, the question of the influence of footage on television reporting is explored using the example of science journalism. In a case study, 44 German science journalists were asked how they dealt with this material. The results lead to the conclusion that footage is handled pragmatically. In addition, within the framework of a content analysis of transmission data relating to reporting about the Max Planck Society, the influence of footage material was assessed across a period of nine and a half months (N=274). The study revealed that almost one-third of the coverage was directly attributable to PR material with contributions based on footage being more frequent as well as longer than reports based on news releases. The influence on private stations was greater than that on public-service channels. This therefore raises the question about binding rules concerning how best to deal with footage.
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